The course aims to give students a thorough overview of the contemporary marketing and its concepts which is indispensable in all actions and activities that they may exercise in their future careers. The course includes a definition of marketing and its basic concepts, and the process of marketing planning and the marketing plans components. Besides, it explains the consumer's behavior and the factors influencing it, and the difference between the individual buyer behavior and the business buyer behavior and review how to segment and target markets. The course also addresses the basic elements of the marketing mix through product strategies, product life cycle, services marketing, branding, pricing strategies, integrated marketing communications, and distribution channels.
- General description
- Course definition document